绿色农产品顾客感知价值研究——基于12个省(直辖市)调查的结构方程模型分析

Study on Customer Perceived Value of Green Agricultural Products : Analysis based on the Survey of Twelve Provinces ( Municipalities ) by Using Structural Equation Modeling Method

通过对绿色农产品顾客感知价值维度进行详细的需求层次划分,使之与马斯洛需求层次理论相对应,解决价值供需问题,以便于制定和实施有针对性的营销方案。以茶油产品作为研究对象,用实证方法对样本进行了探索性因子分析和验证性因子分析,得出主要结论:绿色农产品顾客感知价值由5个维度构成,按照因素荷载值大小排序依次为尊重价值、安全价值、社交价值、生理价值和自我实现价值;企业应当根据绿色农产品顾客感知价值的详细划分来进行有效的市场细分,并匹配相应市场化推广方案,提高绿色农产品产业化效率。

This article argues that the customer perceived value of green agricultural products should be divided into detailed hierarchical division corresponds with Maslow＇s hierarchy of needs, which may solve the problem between the provision and demand of Value. In order to have a targeted marketing program formulation and implementation, Camellia oil cus- tomer perceived value dimensions were re--divided and renamed. By using empirical method, the article uses exploratory factor analysis and confirmatory factor analysis. The main conclusion is that Camellia oil products customer perceived val- ue are divided into five dimensions. In accordance with the order of importance： respect value, safety value, social value, biological value and self--realization value. Enterprises should have an effective market segmentation based on customer perceived value divided of green agricultural products, and match the corresponding market promotion programs to improve the efficiency of green agricultural products industrialization.